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微信是具有明显文化圈层效应的表现载体。微信圈层中思想政治教育话语呈现如下表现:话语霸权逐步消解;话语主导权更替和交换;信息实效性及传播效率凸显;内容针对性与个性化彰显;等等。微信圈层中的思想政治教育话语权转向存在遗忘重于记忆、话语渗透力不足、圈层信息管理存在隐患、教育主体的话语权分配不均等现实问题。对此,在理念上要重塑大数据思维;在方法上要保证主流信息资源的注意力关注;在内容上要注意包装生产,契合教育对象的需求;在形式上充分借助圈层互动;在管理上借鉴项目管理的理念,加强思想政治教育话语权建设。
WeChat is a manifestation carrier with obvious cultural circle effect. The discourses of ideological and political education in the WeChat circle are as follows: discourse hegemony gradually disappears; discourse domination alternates and exchanges; the effectiveness of information and communication efficiency are prominent; the content is specific and individualized; and so on. The change of discourse power in ideological and political education in the WeChat circle has the following problems: forgetting is more important than memory, lack of penetrating discourse, hidden dangers in the management of the circle information and unequal distribution of the right to speak of the main body of education. In this regard, the idea of remodeling big data thinking in mind; in the method to ensure the attention of the mainstream information resources attention; in the content should pay attention to packaging production, meet the needs of educational objects; in the form of full circle of interaction; in the Management draw on the concept of project management, strengthen the ideological and political education discourse right.